Written by Josh Veal for REVUE West Michigan

Tucked safely between the peninsulas, Beaver Island is a singular place, untethered from time and unburdened by the mainland’s concerns.

When we traveled there with Jon O’Connor and Kyle Van Strien of Long Road Distillers to scout for juniper berries, it felt like entering another world. It’s a place where the cars are purely functional, running just well enough to move you through the heavily wooded, unpaved roads. A place where you wave, to everyone, always.

But most importantly, it’s a place with rich history and an incredible sense of community, which is crucial to Long Road’s MICHIGIN, a spirit made entirely with Michigan ingredients.

“We joke about getting a place on the island because we feel like we go there so often now,” Van Strien said. “We’re still outsiders coming in, but we definitely feel welcomed by the majority of folks we come in contact with. We always have someone we can call.”

That much was clear from our first trip to the market. Van Strien knew practically everyone there, including the owner, and all of them knew others he could contact. Without the island’s residents, MICHIGIN wouldn’t be possible.

Juniper “berries” are the crux of a good gin, and they only grow in the wild. The small blue orbs are actually cones that lend the spirit its strong pine flavor. Theoretically, if you wanted to simply drive around the countryside and start picking, you could do that, but you’d never know whose property you’re on.

On Beaver Island, however, juniper runs rampant and Long Road’s network of contacts makes it easy to figure out who owns what. We drove around looking for thick patches in the confirmed you-won’t-get-shot areas as Van Strien dropped pins on a robust GPS app. The following week, they would return with staff in tow.

The actual act of picking the berries is a far cry from visiting the orchard with your mom — Long Road’s staff gathered hundreds of pounds over the course of 15 hours, split between two days. The entire process is hard work from beginning to end, which Van Strien fully appreciates. He said it’s much easier to make an all-Michigan whiskey or vodka.

Gin also means sourcing other botanicals locally, such as mint. This year, Long Road also added white pine, foraged from Byron Center Farm, which should dry out the finish a bit and bring the pine flavor up front. The new batch is on shelves now.

All that hard work comes through in the finished products. MICHIGIN has won plenty of awards, including Revue’s own Best of the West readers poll. And in a way, getting to spend any time at all on Beaver Island is a reward of its own.

“It’s so beautiful,” Van Strien said. “It’s one of the coolest places you can visit in the state.”

STORY BY CHAZ PARKS | 269 MagazineThe perfect cocktail is a beautiful thing.

WEST MICHIGAN DISTILLERIES OFFER THE PERFECT THIRST QUENCHERS

It can be a refreshing gin drink on a Michigan summer’s day or a bold bourbon concoction that warms you as winter rolls in. That’s why it may not come as a surprise that craft distilleries across the country grew by nearly 20 percent in 2017, with over 50 of them calling Michigan home. Craft spirits are on the rise, and they are altering the state of cocktails.

“The craft spirits industry has seen tremendous growth over the past couple of years,” says James Loughmiller, Spirits Category Manager at Imperial Beverage. “Michigan alone has been making strides, producing some of the highest quality spirits in the nation. We are usually known as a craft beer state, but recently spirits have started to take hold, and we are seeing a surge of new distillers open throughout the state with a dedication to craft and quality. The craft segment of the spirits category is growing at a rapid pace, and we don’t see it slowing down anytime soon,” Loughmiller confirms.

A shining example of this craft movement comes right from west Michigan. Long Road Distillers has been producing high-end craft spirits since 2015. It is located on Grand Rapids’ west side and has created a stunning home by dedicating their craft to the community that surrounds them. Both co-founders Jon O’Connor and Kyle Van Strien reside on the west side.

“We both have deep roots on the west side of the city, so it was a no-brainer for us to develop this project here. We wanted to give back to the community and make this a shared space with the people that support us. It’s been amazing watching the area thrive over the past three years,” says Van Strien, co-founder of Long Road Distillers.

Southwest Michigan is home to an array of local distillers, from Green Door Distilling in Kalamazoo to Bier Distillery in Comstock Park, and the craft spirits game has exceeded expectations helping to grow the Michigan economy. Operating locally has positively affected the restaurant and retail industry as well as resident farmers who are seeing the boost in their own economic benefits from this new flourishing industry.

Rows of wheat don’t usually come to mind as your bartender makes your Michigan Mule but, when you put quality over everything, it is a must. Utilizing the freshest grain Michigan has to offer, Long Road puts an emphasis on locally sourced agriculture whenever possible. Red winter wheat, for example, is a staple ingredient for the distillery. Long Road utilizes the wheat in several of its products. It is sourced from Heffron Farms in Belding, Michigan, just 25 miles from the distillery.

“It’s in our name. We wanted to make the best locally-sourced product we could with no shortcuts. From our grain to the malt to even the fruit we use for our seasonal limited releases, it all comes from local farms. When we set out to build the distillery, our main objectives were to one, produce world-class, quality spirts that were world-renowned, and two, locally source every ingredient it takes to make those spirits,” Van Strien explains.

Kalamazoo-based Imperial Beverage is fairly new to spirits distribution. Obtaining its ADA (Authorized Distribution Agents) certification in the spring of 2017, its portfolio has grown into a craft-centric powerhouse. Long Road was recently added to that ever-evolving portfolio, making the distiller’s products available statewide for all connoisseurs of locally-sourced spirits in Michigan to enjoy.

“Working with Long Road has been an absolute pleasure,” says Loughmiller. “Its commitment to sourcing ingredients, not spirits, and its dedication to utilize as many local ingredients and farms as possible sets it apart from your everyday distillery. The team there is dedicated, hardworking and goes above and beyond to produce its products. Jon and Kyle have been instrumental in helping our team understand spirits and how to go to market with them. They are truly great partners and friends!”

The results have been worthy of celebration. Long Road has seen early success with the transition to Imperial Beverage, achieving a growth in sales since making the move in spring of this year. The sales team at Imperial works hard to ensure that Long Road products are widely available across the state and is committed to getting their craft into your glass.

Chaz Parks is Donations and Special Events Coordinator at Imperial Beverage, a long-standing member of the Michigan beverage distribution community. Established in 1933 after the repeal of prohibition and purchased by Kalamazoo’s Cekola family in 1984, Imperial has grown from a one county beer distributor to a top 10 statewide beer, wine & spirits wholesaler. With 330 employees and four locations in Kalamazoo, Livonia, Ishpeming, and Traverse City, Imperial provides statewide coverage that serves every Michigan County, every week, all year long.

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Long Road Distillers Fall Cocktail Recipe

Make it at home!

2 ounces Long Road Distillers Rye Whisky
0.5 ounces Long Road Distillers Nocino Walnut Liqueur
0.5 ounces Sweet Vermouth
2 dashes Bitters

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By Brian McVicar | bmcvicar@mlive.com | October 25, 2018

Northern Michigan residents will soon have a spot to sample the handcrafted vodkas, gins and whiskeys created by Grand Rapids-based Long Road Distillers.

The distillery plans to open a tasting room in Boyne City by the holiday season, said Kyle VanStrien, Long Road’s co-owner.

“It really helps us make a statement to the community that we want to be members,” he said. “We want to be good neighbors, and we want them to think of us when they are thinking of enjoying some Michigan craft spirits.”

The tasting room will be located at 118 Water Street, in Boyne City’s business district. Shoppers can sample Long Road products such as Michigin, created using botanicals from Michigan, including juniper that’s handpicked on Beaver Island.

Long Road’s products can be found at 1,100 stores and restaurants across the state, including at the tip of the Keweenaw Peninsula in Copper Harbor.

But having a tasting room gives the distillery an opportunity to further build its name recognition, VanStrien said, adding that Boyne City is a prime location for doing so because it draws a steady stream of visitors to nearby ski hills, lakes and state parks.

“It’s almost a captive audience for us year-round,” he said. “To be able to tap into that four-seasons market is great.”

The tasting room is geared toward retail sales. There are samples available, but full pours are not permitted.